As the latest creative endeavor in its coveted collaboration with celebrated designer Jason Wu, Lancôme sponsored its third exclusive makeup look for Wu's highly anticipated 2014 Mercedes Benz Fashion Week show on Friday, February 7, 2014. To celebrate Lancôme and Wu's continued inspired partnership and popular salon DreamDry's one-year anniversary, Lancôme has aligned with interactive FaceCake Marketing Technologies, Inc. to bring a revolutionary cosmetics Try-On platform to DreamDry's New York Flatiron location.

Beginning Tuesday, February 11, 2014, classic Lancôme favorites and the exciting new makeup look direct from Wu's fashion-forward show are available to virtually try on using FaceCake's Swivel Close-Up platform for a limited time. Swivel Close-Up provides consumers the opportunity to try on makeup in a zero-to-two foot environment, literally mirroring the in-store experience.

"DreamDry prides itself on forward-thinking technology incorporated into the client experience; from iPads at every station to a streamlined booking process. I'm thrilled to partner with Lancôme and FaceCake to debut this cosmetic innovation and be the connector between the fashion, beauty and technology industries," commented Robin Moraetes, CEO and Co-founder of DreamDry.

Beauty lovers are invited to visit the blowdry hotspot to get a first-look at this game-changing technology that bridges the gap between the virtual world and traditional stores. Visitors will be able to virtually try on Lancôme looks, get real-time advice, shop their favorite products, and share their virtual makeover pictures on social media—all through a simple touch screen.

Linda Smith, the founder and CEO of FaceCake, says, "We are pleased to debut this experience with Lancôme at DreamDry. Swivel Close-Up lets users try on anything from jewelry to scarves to makeup with just a webcam and a computer. You can compare looks, switch products in an instant, and send your favorite selfies to friends with just a touch, letting you explore limitless possibilities like never before."

This next-generation technological and social initiative is just the latest step in Lancôme’ all-encompassing communications strategy, which earned the brand "Genius Status" on L2 Media's influential Digital IQ Index: Beauty. "As a digital leader in the prestige beauty world, Lancôme is always looking to offer an even more interactive and immersive experience for consumers," says Stacy Mackler, Lancôme vice president, PR and communications. "With this virtual makeover technology, we're thrilled to have found another way to bring the best in effortless chic luxury to our consumers."